I think I've mentioned this before, if not, I should have long ago: If you don't already read Tim Berry's blog, I highly recommend it. It should be on your shortlist.
Tim published a post on his blog this morning you ought to read: One Way Not to Market Your Expertise.
What makes the post a must read is perspective -- Tim shares his reaction to an email he's twice received from a would-be management consultant. Tim highlights a few things from the email that work against the sending party: wrong addressee, lack of organizational knowledge, promises to fix problems he's unaware of, etc.
Another reason to read Tim's post is the email he's discussing is a formula followed by thousands of companies and consultants every day: identify a broad list of suspects, send them an email or letter promising success, and ask for a meeting. The bad thing is it sounds and seems professional when you send it. But reality is it rubs many, if not most, people the wrong way.
Email and direct mail are viable lead generation tactics, when you do the homework necessary to make them successful. When you skip the homework you end up with the email Tim received.
Again, give it a read and learn the lesson.
What do you think? Have you received a similar email or letter? What was your reaction?
